Fresh off their first world tour, the seven-piece are ushering in a new era for Japanese pop music, in which all artists rise up together
In their latest single, “GRIT”, Japanese boy group BE:FIRST goes straight to the heart of their story – how they broke down walls in an industry that never expected them to rise. “Everything you see, I’ve reached uncharted territory,” sings Ryuhei on the first chorus. “A glory stained deep in red, but I don’t know if it’s…” Manato completes. “I don’t know, but I got the GRIT.” It’s a spirit made of pure resolve, giving them an underdog edge to lead, not just endure.
Junon, Leo, Ryoki, Sota, Manato, Shunto and Ryuhei have been making a name for themselves, performing on some of their home country’s biggest stages – from major festivals and Kōhaku Uta Gassen, Japan’s premier year-end show, to headlining their own dome tours, rewriting streaming records and climbing music charts. In fact, if you take a quick look at the Billboard Japan Hot 100 right now, you’ll find them ranked within the top 10.
The group’s soundworld is broad, with a backbone steeped in vivid hip-hop, but also textured with contemporary productions that merge R&B, electronic, and dance. Compositions like “GRIT” capture their flair for relentless energy, while tracks such as “Glorious” and “Grateful Pain” lean into the more reflective side of their artistry, constructed by immersive melodic lines. Such versatility comes alive once they step on stage, as their magnetic draw pulls the audience in and echoes long after the final note has been played.
They were brought together through THE FIRST, a 2021 audition programme designed by rapper-turned-CEO SKY-HI to provide Japanese talent with a space to grow. It wasn’t exactly a walk in the park; a series of challenges put their artistic skills and team dynamics to the test, leaving just 15 candidates standing by the final screenings. In the end, SKY-HI hand-picked the septet for the debut lineup over the summer, and just a few months later, in November, their first official single, “Gifted”, hit the charts.
“I can’t say I don't feel any pressure, but BE:FIRST was formed with the intention of creating music that only we can fully express and embody,” Manato tells Dazed over a video call, as the group – minus Ryoki, who couldn’t join due to filming commitments – gathers on camera. “If more and more of the next generation say, ‘I want to be like BE:FIRST,’ I believe it will lead to more high-quality music being born in Japan. So I hope we can become a source of inspiration for those coming after us.”
Their trajectory runs alongside the ongoing transformation of the J-pop realm, which is moving toward a more accessible digital ecosystem – something they’ve taken note of. “You can see there is more content on social media that has definitely changed the J-pop industry,” Shunto says. “Then, because of K-pop, people in many countries are more open to listening to Asian pop music, and that also extends to J-pop.”
SKY-HI has often addressed the outdated systems of J-Pop, such as its overreliance on CD sales or its stifling of individuality, and these became the driving force behind the foundation of his label BMSG (Be My Self Group). “We've seen more content that highlights the skills of dancing and singing themselves – something that wasn’t as prevalent in Japan’s dance and vocal scene back then,” SKY-HI explains over email. “As a result, we’ve helped shift the public perception – from valuing temporary trends or surface-level appeal, to recognising true ability and talent. I believe that BMSG, and BE:FIRST in particular, have played a significant role in driving that change.”
In today’s evolving J-pop climate, local media have also spoken of a “Sengoku-jidai” – or “warring states period” – a phase defined by a rising, amicable rivalry among boy groups. But for BE:FIRST, it’s less about competition and more about a collaborative effort to elevate their homeland as a global force. “Sengoku-jidai might sound intense, but I see it more as a time where so many boy groups and girl groups [as well] are out there,” Sota says. “If we can all bring our colours together and lift each other up, that’s something really powerful.”
“Even in Japan, where there are still a lot of people who aren’t deeply into music, I want to be part of a movement that shifts the culture and helps Japan grow into a true music country,” he continues. “And rather than doing it alone, I want to spread Japanese music to the world with everyone.”
For this, taking an active role in their creative direction is crucial; they pour themselves into the music and choreography to heighten their impact. “Whenever we manage to make a song we really love and feel proud of, it gives me such a strong sense of accomplishment,” says Leo. “It reminds me how much we love [this] and how important it is to stay true to the kind of music we want to make. That’s something I want to continue valuing as we move forward.”
The group views themselves as emissaries of Japanese culture to the rest of the world, fostering new connections with their international ‘BESTY’ fanbase. “As artists born and raised in Japan, yet shaped by the influence of international music, I believe our role is not to simply localise global trends, but to refine and embrace our unique perspectives and values, and export them as they are,” SKY-HI explains. “We need to present something inherently and authentically Japanese to the world, and to do that, we must become individuals who carry true credibility through our skills and actions. We need to act not out of self-interest but with a constant sense of respect for the culture and a commitment to giving back to it.”
Case in point, the septet have just completed their first world tour named Who Is BE:FIRST?, an endeavour to make their presence – and that of Japanese music – known in new corners of the map, hosting 12 concerts across North America, Asia, and Europe. “By showcasing [our musical landscape] through this world tour, we think that everyone would be more interested in listening, and we can actually show that to people directly,” says Junon.
It was also an eye-opening experience that brought them some of the most important insights of their careers and helped them understand the far-reaching influence of their art. “At our show in San Francisco, there was this unexpected moment during the MC after our performance when someone from the audience came up and passionately shared how they felt,” Ryuhei recalls. “It really moved me to see someone be so honest and spontaneous, just because our music resonated with them. That made me genuinely happy.”
Ultimately, it's always about that sense of connection. “We have this inside joke that says, ‘You’re not my friend, you’re like my family,’” adds Ryuhei. “And my life is BE:FIRST’s life,” Leo affirms.